It’s not often you’ll hear me say ’I wish I’d done that’ but I’ll
confess to public adoration of Tetley’s new drawstring tea bag.
’Tea bag? All those great products, corporate identities and packaging
designs to choose from and he chooses a tea bag!’
Ah, but wait until you’ve tried it. Because I guarantee that you will
agree with me: this is first-class packaging innovation.
So, what does it do? Well, apart from making a great tasting cup of tea,
it makes it easier, simpler and fuss-free. Think about how you make tea
at home and in the office. Like 70% of consumers (according to Research
International), you won’t make a pot. Instead, you will boil the kettle,
put a tea bag in the cup, add the water and scoop out the tea bag when
it looks right. The result? Drips, spills and, in my view, not a good
cuppa - it’s the tea leaves in the centre of the bag that give tea its
flavour and these tend to stay left in the bag through the
scooping-disposal method. Not anymore.
With Tetley’s new bag, you do all the usual stuff, but when the tea
looks good, you go for the drawstrings at the neck of the bag. Pulling
them in opposite directions squeezes out the tea, giving you a great cup
and a bag that is drip-free and easy to dispose of.
It’s such an obvious solution to an everyday chore that you can’t
believe it’s not been done before. Tetley is the UK’s number one tea bag
brand with value sales of pounds 111m (ACNielsen, October 4 1997).
They have a tradition of innovation; they launched the first tea bag in
1957 and the round tea bag in 1989. And here they are again, with the
drawstring bag, reinforcing their commitment to the customer. Great
brands listen to what people want and respond.
My only thought is that they could have been more inventive with the
name. ’Drawstring’ needs to be written on the pack, but something
squeezy would feel right - it would reflect the friendly and warm values
we associate with the Tetley tea folk.
Client: Tetley GB
Launch date: September 1997
This article was first published on Marketing